For the past decade we’ve been talking about how digital marketing and the move to online has changed how businesses market themselves… but what about how this technology should be changing the jewelry salesperson. Marketing, specifically digital marketing, is very sophisticated and unless you have in-house people who are well trained even certified in things like paid search, SEO, Facebook advertising, etc, you should leave those efforts to professionals. However, any agency you work with should or will need various assets to help them do their job more effectively. We'll look at how taking a fresh approach to hiring staff and identifying their intangible traits that can help create more curated content and manage online assets such as the store website and product photography.

1. The New Jewelry Salesperson
Your Next Hire for the Digital Age
fruchtman.com
Shane O’Neill - VP, Fruchtman Marketing

2. The New Jewelry Salesperson - Your Next Hire for the Digital Age
A Change in Communication
For the past decade we’ve been talking about how digital marketing and
the move to online has changed how businesses market themselves…
but what about how this technology should be changing the jewelry
salesperson.
An ideal sales person should be multi-talented and tech savvy
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3. The New Jewelry Salesperson - Your Next Hire for the Digital Age
What are “Sales” Anyway
Well, there is the obvious… someone making a purchase, but how do you
get that to happen?
Market Your Business
Have a good salesperson who knows how to sell.
Work your book of clients, which include call downs.
All part of the typical Sales Funnel… but that’s antiquated.
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4. The New Jewelry Salesperson - Your Next Hire for the Digital Age
In the New Sales Funnel… Pie, Some of the Tools Have Changed
There are all types of sales funnels out there. Some are simple and some are
more complex. 6,7,8, 10 or 12 point sales funnels and so on.
However, there really only need to be three points:
1. Awareness
2. Consideration
3. Decision
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5. The New Jewelry Salesperson - Your Next Hire for the Digital Age
The New Sales Funnel… Pie
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6. The New Jewelry Salesperson - Your Next Hire for the Digital Age
So What Do We Mean By “Tools Have Changed”?
Well, the same “tech” that has changed how people shop online has
changed how people communicate as well. Email is an example and has
been around for decades, but now there are many ways to communicate
with customers online, including website forms, pop-ups. In addition,
people communicate using social media, texting, etc.
Let’s go back to email and look at an example of how tech can create a
better customer experience.
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The New Jewelry Salesperson - Your Next Hire for the Digital Age
People are tired of boring and robotic emails.
With Bonjoro, you'll get your message through in
the most human and personal way possible…
face to face, meaning each recipient will trust,
listen and respond to you.
Use the Bonjoro mobile app or web recorder to
send an engaging video to your customers.

8. The New Jewelry Salesperson - Your Next Hire for the Digital Age
Social Media - Clienteling
Social Media is another way to both clientele and market your store.
● Some top performing salespeople connect to their customers socially
● Develop personal relationships
● Post about sales, events or holiday gifting
● Creates a new level of customer service
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9. The New Jewelry Salesperson - Your Next Hire for the Digital Age
Creating Content
Millennials will be 25-40 in 2021 and are now a over 35% of the workforce
● Whether you work with an agency or not, original content is needed
● Millennials are highly technical with experience in many forms of
social content development including photography and video
● Simple content generated in-store or in the community is beneficial
on many levels
fruchtman.com Remember: Millennials aren’t the only tech savvy people!

10. The New Jewelry Salesperson - Your Next Hire for the Digital Age
The Interview Process
With millennials becoming an ever growing cornerstone to the workforce,
it’s important to change the interview process and discover intangible
assets that bring added value to your business.
Doesn’t need to be limited to salespeople
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11. The New Jewelry Salesperson - Your Next Hire for the Digital Age
Creating Content - The Content Curator
A Content Curator is the in-store person who leads the charge to collect
and cultivate original content.
● Produce content in-house
● Engage with employees to create content
● Post or share content with marketing partner
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12. The New Jewelry Salesperson - Your Next Hire for the Digital Age
Creating Content
- Photography
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13. The New Jewelry Salesperson - Your Next Hire for the Digital Age
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14. Photography - Creating Website Products
The New Jewelry Salesperson - Your Next Hire for the Digital Age
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15. The New Jewelry Salesperson - Your Next Hire for the Digital Age
Creating Content - Video
Video typically shows better user engagement as well as costs when
doing social advertising.
● Facebook promoted posts
● Facebook Live
● Instagram IGTV
● YouTube Channel
●
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16. The New Jewelry Salesperson - Your Next Hire for the Digital Age
Website and Inventory Management
It’s not uncommon for college graduates in the past 10 years or so to also
have experience in website management, especially with a marketing or
creative degree.
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17. The New Jewelry Salesperson - Your Next Hire for the Digital Age
Website and Inventory Management
One of the biggest issues for independent jewelers is managing in-stock
inventory on their website. Any solution will require work to be done. It’s
the reality of new retail.
● Connect your POS to your website
● Manage product manually
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18. The New Jewelry Salesperson - Your Next Hire for the Digital Age
Website and Inventory Management
Making basic changes to your website, such as changing images or copy,
should be fairly easy. However, if you need to use a third party to do
these updates, it can take longer than you’d like.
Having someone on staff who can manage product management and
simple tasks will greatly improve the online experience.
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19. The New Jewelry Salesperson - Your Next Hire for the Digital Age
A Final Note
Typically, individuals with the the attributes we’ve discussed today have
another valuable trait… CREATIVITY!
And that’s a trait that can help with all aspects of your business!
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20. Thanks for Watching!
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